BMF worked in partnership with JC Decaux to harness Panasonic's D-Imager
and Microsoft's .Net technology to create an interactive outdoor ad
that invites passers-by to interact with school children in the unit. As
people approach the ad, the children on screen run away from the viewer,
demonstrating the isolation experienced by disadvantaged children.

Says
Doug Rathbone, BMF technical director: "Interactive-outdoor is still
such a new twist on such a well-known medium, we're really excited to be
involved in such an interesting technical piece for such a good cause."

The
interactive ad is part of The Smith Family's annual Winter Appeal, and
aims to raise awareness of the issue of disadvantage, which lacks
visibility in Australia, by demonstrating the experience of
disadvantaged children.

It is also hoped that the ad will help
boost donations for The Smith Family Winter Appeal, which is currently
behind target for 2012.